Why You Need to Think Like an Online Publisher

Posted on in Marketing

Online marketing cannot be approached in the same way as traditional marketing. The Internet is content driven. Everyone is a content creator and with the rise of social media, everyone is now also be a content curator. Users share, recommend and comment on content through their social networks.

As a company owner, looking to grow your brand’s online presence, you’ll want to think like an online publisher. Instead of traditional marketing efforts, you’ll want to focus on creating informative editorial content for your website and sharing it within your social media networks. You can carefully weave your marketing information into your editorial content, but don’t go overboard. Your main goal is to create engaging content that is representative of your brand.

If you haven’t already, you should start creating quality content for your website. Build up a section on your website that is full of interesting, informative and instructional articles to act as a resource for your clients and prospects. Work with your website designer to make the resources downloadable and easy to share on social media sites.

Start a blog and publish posts regularly. While can be time consuming, your blog will help establish your company as an authority in your niche. It will also help your website in terms of search engine optimization (SEO). Ask your website designer to set up your blog so that it is seamlessly integrated into your website. Be sure to include interactive elements such as social media share buttons and a comments section below each post.

Once your blog is established, don’t forget to interact with readers through the comments section. If all of this sounds too time consuming, you can always outsource these responsibilities to your web specialist.

In order to make your online content more engaging, you should include a variety of visuals. Include photographs, infographics and video throughout your content. Some viewers may only look at these visual elements, so make sure that they tell a compelling story on their own, independent of the text. Take a cue from successful magazines and include multimedia slides. Multimedia slides condense a topic down to a visual and a short paragraph or two of text. They are visually engaging and can be read and understood very quickly. If you’re not sure how to include visual content, work with your website designer to integrate these elements into your site.

Finally, make sure that your website and blog contains a mixture of ever-green and newsworthy content. Ever-green content is content that can be useful today or three years from now. While it is useful and has it’s place within your overall website, you should also include content that is on trend and relevant today. Providing a mixture of the two will ensure that you are providing your website viewers with useful and timely content.

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